We meet so many great companies whose employees love working there and know how great a business they are but, as a company, they decide to keep it to themselves!
The importance of Employer Branding is gathering pace but I am not sure if many organisations understand its end goal. Too many are dabbling with it because they feel they have to in line with the current fashion.
This article touches on the importance of communicating with the passive candidate pool, providing them with a great experience of your business and creating a worst case scenario of filling your talent pipeline for when you need it. Better still it could tell them a different story than the boring one they perceive through dull marketing that focuses on communicating their products to their customers and doesn't bring their culture to life.
As the next generation matures into the marketplace, they are more aware of their options and more willing to explore them than ever. While you can build better employee loyalty through a strong company culture (something a business of any size can do http://www.huffingtonpost.com/amanda-mock/bringing-big-company-cult_b_9103420.html) it all starts with your hiring process. Which, just as maintaining loyalty isn't the same, neither is finding and hiring talened workers. Understanding why they are looking for work in the first place According to a report created by iCMS (https://www.icims.com/hire-expectations-institute/for-employers/ebook-recruitment-marketing-fad-or-future) 52% of individuals in the job market at not actively looking for a new or different job, but instead would be willing to discuss or entertain other options.